Live Entertainment Digital Marketing

Needing a fresh, responsive site design, ecommerce analytics implementation, and online marketing strategy, this vegas-style, live entertainment client turned to Lead to Conversion for a fully-integrated digital marketing campaign.

Details

STRATEGY Build a responsive, engaging site that mimics the visceral experience of the live performance. Start off with a strong social media campaign while organic performance ramps up. Measure online transactions and prove solid ROI.

Results: Steady growth, device independence, and an incredible site experience

Goals

The client in this case study came to us with three main goals:

Build a responsive site that exudes the same sort of frenetic energy of this client’s live performance

Burst out of the gate with a strong social media blitz while organic traffic has a chance to grow naturally

Understand where their visits and online transactions are coming from and how their online channels interact with each other

Background

The client is a Vegas-style live entertainment experience that tours venues around the country and offers an exhilarating “girls’ night out” experience – perfect for birthdays, bachelorette parties, or any time a traditional night on the town just won’t do. Needing a fresh, responsive site design, ecommerce analytics implementation, and online marketing strategy, it turned to Lead to Conversion.

LTC’s job was to create an online experience that faithfully represented the excitement of the live show, but that also served as a reliable introduction to the performers, event calendar, and ecommerce gateway. The new site had to attract potential fans, retain past customers, and serve as an enticing landing spot (and launching pad) for social media campaigns.

With a new site launch, we needed to blow out of the gate with social media efforts while the organic strategy began to take hold. And without question, the analytics setup had to quickly show performance — visits, engagement, and ultimately, sales – even though the transactions take place on a separate site.

Results

With only four months under our belts, we’re off to a great start.

The design, simple but raucous, offers fast transit to the sales funnel, but users have fun getting there. A responsive web design was critical for this audience, especially since a social media strategy is so focused on smartphone sharing. For that reason, we focused the site build on mobile traffic needing a fast, clear experience, and we were right:

Mobile visits are 80% of traffic and 70% of revenue

Bounce rates are identical across all platforms

Online revenue and conversion rate exploded in Month 4

Figure 1: Online revenue over the first four months after launch.

Organic traffic has had consistent growth since launch. Our organic visibility score, a calculation based on rankings for key terms and based on their query demand, has increased 15-fold since launch. This means we’re ranking better for more terms that people are searching for within this industry. To prove that, the site has seen an average month-over-month growth rate of 60%, with a rapidly growing portion of non-branded keywords

Figure 2: Organic traffic during the first four months after launch.

Social Media traffic is the channel with both the highest visitor tally as well as the highest conversion rate. It outperforms other channels by producing 48% of traffic and 57% of ecommerce revenue, due to an event-based social sharing strategy and strategic ad placement. Further, the first 90 days gave us necessary data points to optimize conversion rate, which increased over 30% between months 1 and 4.

Figure 3: Ecommerce conversion rate during the first four months after launch.

The future for this client is as bright and electric as one of its shows. They’ll likely soon be in your city, and because of LTC’s work, you’ll hear about it.